How Kanon Vodka Became a Fashion Thing

For anyone involved in fashion, the phrase "Kanon Organic Vodka" has become inescapable. Besides sponsoring a string of fashion events and fashion dinner parties for fashion people; Kanon's behind things like Bryanboy's 24-hour fashion week livestream, a short film in which Chloe Sevigny kisses Lesley Arfin, a website on which fashion bloggers are regular contributors, and other projects that sometimes make us forget that Kanon is a liquor company.

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Over the past year, Kanon has become like the official sponsor of the young, hip fashion crowd. But how? And why? According Peter Wijk, USA President of Kanon, it all happened "organically."

Kanon launched in Sweden only a couple of years before it launched in the U.S, where it employs about nine people. The vodka is produced in a centuries-old distillery using 100% organic wheat. Their U.S. fashion takeover began at Coachella last year, where they threw a party with Sophomore's Chrissie Miller. "This was the beginning of the FOK (Friends of Kanon) program," Peter explained, "where we began collaborating with people who shared our passion for what they do. Fashion was just a natural choice."

The growing list of "FOKs," whose duties seem to range from co-hosting parties to contributing blog content, includes Phillip Lim, Jeremy Scott, Leandra Medine, Harley Viera-Newton and Lykke Li, to name a few. Whether or not these "Friends" are paid "depends on the size of the project." Rather than just getting a bunch of cool fashion kids to come to their parties, Peter insists the program has grown as organically as the vodka's ingredients. "Our goal is to build our voice from within culture with authenticity written, photographed and spoken by the people living it. We haven't really bought relationships but built them on finding commonly beneficial situations."

Three people Peter would like to collaborate with in the future? Alexander Wang, the Glamourai and Bret Easton Ellis.

But why not just pay a celebrity? "Celebrities sometimes just want a big check. We don't think that's a very honest way to talk to our audience." Instead of big ad campaigns, Kanon focuses on the internet. "In today's world, that's where people spread their mind. We can do things our way, share things with people and get feedback." This modern approach to marketing is pretty unusual for a liquor brand, but Peter hopes it will be more powerful in its honesty.

Kanon's focus for the future is building awareness and making product more available. But for now, summer is approaching and that means more parties. Following a cameo in Lykke Li's latest video, Kanon plans to host a few after parties for her shows in L.A. and New York. They'll also be throwing big "Misummer celebrations,"—the big Swedish holiday that involves maypoles, dancing and flower crowns. "We just want to create more beautiful moments."